Converse, the world-renowned footwear brand known for its passion for music and independent artists, has unveiled a new campaign comprehensively implementing the potential of modern-day audio-visual arts.

The campaign entitled ‘Desire’ represents an interactive experience at Schuh’s flagship store in London as well as in other brand’s venues in the U.K. It is based on the ‘Three Artists, One Song’ concept unveiled last year that was designed to create a free MP3 song starring Kid Cudi, Bethany Cosentino (Best Coast) and Rostam Batmanglij (Vampire Weekend). This year, in its new campaign, Converse has brought together another creative threesome. They are Paloma Faith, Graham Coxon (Blur) and Bill Ryder-Jones (The Coral) and have collaborated on an EP called Desire.

The new music video is at the core of the both in-store and online campaign at www.converse.co.uk/desire. The action takes place in the deserted house. The video blends animation with real video footage of the three performers.

By the way, due to technology of the online campaign developed by Perfect Fools, everyone may star in the video just by logging in to Facebook Connect and uploading their picture.

The ‘material’ part of the campaign takes place in Schuh’s flagship store on Oxford Street. Retail agency Intro has created an installation consisting of six retro TVsets that are motion sensitive. Each TV displays a face of the musical video character that follows the movements of the passer-by. Once he or she stops, the characters of the video invite the pedestrian to «connect with Desire In-Store Downstairs” or via Facebook.

Another musical activity that comes as part of the campaign is ‘Living Waveform’—an online music player that is custom-created for ‘Desire’ by Perfect Fools in cooperation with audio distribution platform SoundCloud and featuring key visual images of the video.

It is to mention that in course of campaign, an innovative digital technology implemented. It is so-called Scanner Banner that allows scanning the website currently hosting the video and implementing graphical elements of the website into the video.

The campaign was launched on April 13 and will last for a month. Static Desire activities will be presented in Shuh’s stores in the UK, including Edinburgh, Glasgow, Belfast, Manchester and Liverpool.